Since the transformation, every guest's strategy of millet has a basic full moon

Since the beginning of the transformation of the October, every guest's "millet" strategy has a basic full moon. From the product, marketing methods and positioning of the transformation of the industry to every guest next year to hold more expectations. In the industry's view, in the drastic reform at the same time, every customer has come to the beginning of last year, shoes electric Shang facing the fork junction: realize that the mistake, get financing, great transformation-this with just get financing is trying to "millet" where the customer is the same. A former Lok Tao executives believe that the Lok Tao after a year of transformation into the current "subsistence" state, is in the transition did not grasp the good rhythm, too radical. Now every guest also want to avoid repeating the mistakes of Amoy.

Nevermore

Lok Tao surprise transformation into a quagmire

In the transformation of the road, Lok Amoy and all vertical to the warning. When talking about the decline of Amoy, a former top executives believe that a year ago, the transformation of Lok Tao lost its original vitality. At the end of 2011, le Tao Net CEO Bi Sheng shouted "vertical Purchase and sale type is a scam" speech, and then gave up spending a year to get through the supply chain, the transformation to do brand electric business.

In fact, at that time Amoy in domestic footwear business has been sitting in the boss position, and many brand negotiations have a lot of right to say, do sell words can get a good discount, also not too much inventory pressure. and 2011 just in time to catch the shoe brand inventory backlog serious, underwriting can get very low discounts, such as Adidas, Nike brand sneakers, 30 percent 50 percent to sell in most cities can sell quickly, enterprises can also live very comfortable. "The executive said.

In fact, Amoy's previous business situation was not as bad as the public thought. When the first to make toys, the Lok Tao only 3 months on the verge of profit and loss, but in six months after the transformation of footwear consumer. At the beginning of 2009, the footwear consumer was on line for a week, sales revenue than the toy electric Shang, which let the Amoy team decided to adhere to the direction, and spend great effort with major manufacturers to get through the supply chain, Amoy spent a year, from the original "back goods" to do brand shipments, and then to the brand merchandise warehousing, This allows Amoy to become the industry's first in scale. But with the previous transformation similar, Lok Tao is also demolished again, basically completely abandoned the purchase and sale mode, all of a sudden on the line of 5 own brand, and signed Xu Jing, Yang and so on for the commodity endorsement.

The above executives frankly, if the Lok Tao can be in the transition process to grasp the rhythm, and slowly reduce the purchase and sale of goods, to promote their own brand, Amoy transformation will be more smooth road. "At that time Amoy as the domestic shoe electric dealer first, already is very strong channel business, can completely with domestic relatively good factory to launch brand, even do not have to bear too much inventory pressure." Amoy is a very rare good project, now think it is really a pity. ”

Is

Every guest "millet" in the conduct of

Today's visitors have come to this sensitive period. In September-October after the big move, the founder of Old again aware of the "large-scale expansion" of the error, and in 2011, where the guests have gone a detour. At that time, the old thought that after reflection and return to the right path, but still in trial and error.

Not long ago, aged revealed that the seventh round of the 200 million U.S. dollars of financing is in the process of negotiations, and will soon be completed. Once again, the VCs will be a new starting point for Fank. According to all guest related personage discloses, every guest's "millet" is implementing step-by-step, but because the product level changes need to wait until this year new order production to see, probably still need nearly a year time. At present the most obvious change in marketing. "Former customers of the marketing idea is a large-scale advertising, including traditional media, search navigation and CPS ads are involved, the increase in sales is basically by advertising hit out." But now where the customer began to increase the social marketing portal, through the production of the topic spread. "The person said. According to the disclosure, water new marketing ideas, every customer in this year's October 18, the store completed a single day nearly 50 million yuan sales, the first taste of sweetness.

There are employees inside the company told the Beijing Business newspaper reporter, where the customer has been a "scale-oriented" enterprise, defined itself as a "corporate platform", capital will also require economies of scale. Under such pressure, people's attention is not focused on the product itself, but in order to complete the established SKU quantity and scale efficiency, chasing orders to go. In the expansion to the limit, where the number of SKU has reached more than 100,000, in the streamlining of a part of the current tens of thousands of categories, by the autumn and winter, where customers will be a greater proportion of the SKU reduction.

Some insiders believe that, although there are similarities between customers and Amoy, but the difference between the two is that Amoy think the business model is wrong, and where customers realize that the wrong is their business model, so every customer is expected to adjust from the internal, optimize the business model, and will not turn around again. But need to be vigilant is, every guest to "millet" of the implementation degree if too deep, the SKU quickly and drastically cut, it may be difficult to prop up the current thousands of staff of the large plate. Beijing Business newspaper reporter learned that every guest in the "Go to management", but also the company's structure has been adjusted to the marketing planning team for integration, regression 2009-2010-year period of the system.

Journalist Notes

Pioneers and martyrs only one step away

The recent chat has made me have an unprecedented understanding of the change of electric quotient under the fast competitive environment. The original in So-and-so enterprise who job-hopping, once the industry, So-and-so is going to go bankrupt; recently someone started a business, did a new project, has been getting financing ...

Now, the former footwear consumer boss Lok Tao is going to change again, become a custom engine provider; and once the self-owned type of the third customer prudential products are slimming, in order to create a "burst money" and efforts. Far more than they have been, the first group buy Enterprise Group Treasure Network has been long gone, once tried underwear category of the depth of vertical business of the cotton network also fell down. At the same time, the United States Regiment, handle still maintain high speed growth, more and more vertical is still waiting.

Success and failure sometimes only weakness, or in the wrong time to make the right choice; pioneers and martyrs are sometimes just a step away, but regardless of the outcome, the forerunners will experience or lessons to pass to Up-and, so that the industry to avoid harm, toward a good time.